Definition Records · Rebranding

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Client: Definition Records · Leipzig · Germany
Rebranding, Art Direction & Graphic Design

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Excited by the good results of the “25 covers” project, our client wanted more and this time they asked a complete refreshment of their Brand.

Definition Records wants to communicate their deep roots in the Techno & Underground world, with their transgressive and anti-mainstream attitude, while they wanted to evolve and have a cleaner, more elegant and futuristic visual aesthetic that can be blended into other “universes” and be desirable by a more trendy audience as well.

At first the client only wanted the old icon with a new body, so we used our working methodology to find some “geometric proportions” to redesign it, but while working deeply on this, new concepts were born and the advice to leap forward in a new direction was accepted.

The line over their logo accentuates their underground nature, and is a “reproving” visual sign that can be translated to something like: “Any good mother will not approve this”.
Their new icon is a metaphor inspired by their vision (“Its all about Music”), by the concept of “rhythmic”, progressive movement and by the universal icons of the “play” and “fast-forward” buttons.

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